Adyen's SFO1 Terminal Transforms Checkout into a Loyalty Engine for Joe & The Juice

The global F&B sector is in the midst of a quiet revolution. As brands like Joe & The Juice seek to carve out dominance in competitive markets, the adoption of cutting-edge payment and engagement technologies is proving decisive. Adyen's SFO1 terminal, recently recognized in the 2025 RTIH Innovation Awards, is at the forefront of this shift. By turning routine transactions into personalized, data-driven moments of connection, the SFO1 is redefining how restaurants and cafes build customer loyalty—and investors would be wise to note this inflection point.

Market Differentiation: Local Payments, Global Loyalty

The SFO1's 8-inch touchscreen terminal isn't just a payment device; it's a platform for omnichannel engagement. For Joe & The Juice, which operates over 450 locations across 18 countries, this technology addresses a critical challenge: balancing local consumer preferences with global brand consistency.

In the U.S., where digital wallets and credit cards dominate, the SFO1 adapts by streamlining app-based pre-orders and integrating Buy Now, Pay Later (BNPL) options like Klarna. In Europe, where contactless payments and cash remain prevalent, the terminal dynamically adjusts to local norms. This flexibility reduces checkout friction while enabling Joe & The Juice to collect real-time data on customer preferences—data that fuels hyperlocal marketing and loyalty incentives.

Nicolai Schnack, CTO of Joe & The Juice, underscores the strategic value: “Adyen's SFO1 isn't just hardware—it's a tool to create global connections while respecting local tastes.” The result? A 23% increase in repeat customers in pilot markets, according to internal data cited in the RTIH case study.

Scalability & Efficiency: The Back-Office Edge

Behind the scenes, Adyen's platform slashes operational complexity. For multinational chains, managing payments across currencies, regulations, and payment methods is a costly headache. The SFO1 automates this, consolidating payment processing, tax compliance, and inventory tracking into a single interface. This efficiency lowers overhead and accelerates expansion: Joe & The Juice plans to open 100 new locations in 2025, with Adyen's tech as a cornerstone of its global rollout.

The terminal's real-time data pipeline is equally transformative. By analyzing transaction patterns, Joe & The Juice can optimize menu offerings, staffing, and marketing in near real time. In New York, for instance, the SFO1 identified a surge in demand for afternoon espresso shots, prompting the chain to adjust its staff schedules and upsell complementary snacks.

Roelant Prins, Adyen's Chief Commercial Officer, calls this “checkout as a growth lever.” For investors, the implication is clear: brands adopting SFO1 aren't just modernizing payments—they're building predictive revenue engines.

Investment Thesis: Adyen as the Omnichannel Catalyst

Adyen's SFO1 partnership with Joe & The Juice offers a compelling blueprint for F&B investors. Here's why it signals broader opportunity:

1. Industry Validation: The 2025 RTIH Innovation Awards highlight SFO1's role in advancing “unified commerce.” This third-party endorsement positions Adyen as a leader in a space projected to grow at 14% annually through 2030.

2. Network Effects: As more brands adopt SFO1, Adyen's ecosystem gains critical mass. Integrations with Klarna, Alipay+, and others create a moat against rivals like Square (now Block) and Stripe.

3. ROI in Action: Joe & The Juice's pilot data—23% repeat customer growth, 15% faster checkout times—suggests strong ROI for chains willing to invest. With F&B tech adoption still nascent, early movers like Adyen stand to capture outsized gains.

Final Analysis: Act Before the Surge

Adyen's SFO1 isn't just a terminal—it's a platform for customer lifetime value. For F&B chains, the choice is stark: adopt this technology and thrive in hyper-competitive markets, or risk being left behind. Investors should view Adyen as a leveraged play on the omnichannel revolution.

While Adyen's stock has risen 30% YTD, its ecosystem's scalability suggests further upside. The RTIH recognition and Joe & The Juice's success case study are catalysts for broader institutional adoption. As other chains follow suit, Adyen's valuation could surge—a trend investors should capitalize on before it becomes mainstream.

In the battle for customer loyalty, the checkout counter is now the new battleground. Adyen's SFO1 is proving to be the weapon of choice.